We recently read a report on the effectiveness of ad size in print, and no surprise the full page was “proven” to have the greatest impact. What the report failed to do, was to filter the finds through a costing lens.
When we looked deeper into the report and applied appropriate media costs, we discovered the following:
When you factor in that a ¼ page ad is about 34% of the cost of a full page and apply some frequency, the ¼ page is the better value.
Perhaps smaller is indeed better!